I know a little about LinkedIn Ads | Head of Strategy @ Impactable 🧠

Most marketing teams don’t have a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 -- they have a “ 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱 𝘪𝘴 𝘣𝘳𝘦𝘢𝘵𝘩𝘪𝘯𝘨 𝘥𝘰𝘸𝘯 𝘮𝘺 𝘯𝘦𝘤𝘬 𝘢𝘣𝘰𝘶𝘵 𝘸𝘢𝘴𝘵𝘦𝘥 𝘣𝘶𝘥𝘨𝘦𝘵” problem.

If that feels familiar, you’re in the right place.

Because here’s the truth no one wants to say out loud:

You’re not being judged on “running ads.”

You’re being judged on:

– whether the targeting is signal-based (not spray-and-pray),
– whether your spend is defensible,
– whether your funnel isn’t Swiss cheese, and
– whether your campaigns make leadership feel safer, not more nervous.

That’s where I come in.

I’m JD — SVP of Revenue & Growth at Impactable, where we’ve managed $𝟱𝟬𝗠+ 𝗶𝗻 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱, worked with 𝟲𝟬𝟬+ 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱𝘀, and currently support nearly 𝟮𝟬𝟬 𝗮𝗰𝘁𝗶𝘃𝗲 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 across multi-channel.

Me personally?

I’ve audited, fixed, or rebuilt 𝟯𝟬𝟬+ 𝗮𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, overseen $𝟮𝟱𝗠+ 𝗶𝗻 𝘀𝗽𝗲𝗻𝗱, and on average save teams ~𝟱𝟬% 𝗶𝗻 𝘄𝗮𝘀𝘁𝗲𝗱 𝗯𝘂𝗱𝗴𝗲𝘁 when I step inside their Campaign Manager.

Not because I’m magical.

Because I actually understand people.

And your pipeline isn’t an algorithm problem -- it’s a 𝙝𝙪𝙢𝙖𝙣 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢.

𝗪𝗛𝗔𝗧 𝗜 𝗛𝗘𝗟𝗣 𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗗𝗢

If you’re a mid-market B2B org (SaaS, IT, pro services, cybersecurity, finserv, AI, etc.) and your ACV actually matters…

I help you:
• Build audience-first programs that target based on intent signals, not job titles
• Stop lighting money on fire with bad structure, sloppy segmentation, and guesswork
• Fix the funnel so retargeting actually works
• Run multi-channel the way real buyers behave (LinkedIn → Google → Direct, not fantasy journeys)
• Prove marketing impact without resorting to vanity metrics
• Look your leadership team in the eyes and confidently say:
“Yes — this is working.”

Impactable is a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗱𝗲𝗲𝗽 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗮𝗰𝗰𝗲𝘀𝘀, but the real secret sauce is our 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚-𝙛𝙞𝙧𝙨𝙩 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 and 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮-𝙛𝙞𝙧𝙨𝙩 𝙚𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩. We don’t just “push buttons.” We help you avoid the political disasters that get marketers fired.

A little more human stuff
I’m married to an incredible woman.
We have 6 kids, 2 dogs, and I’m in the gym/sauna daily because… well, 6 kids.
Sour Patch Kids own me. No shame.

If you want to chat LinkedIn Ads, funnel design, or how to stop burning budget (without a sales pitch), I’m always happy to yap.

🌎 impactable.com
📨 jonathan.g@impactable.com

JD Garcia

"How much revenue will my $5k budget generate?"

I hate saying "it depends," so I made this:

--

To be fair, all of this still depends because I can't factor in things like - 

- % in-market audiences
- competition
- creative fatigue
- depreciation

But this is a hell of a lot better than a blind guess.

(and if you don't have these benchmarks to plug in? that's your first problem - go find them)

--

Anyway, here's some of the logic in this little calculator I built:

1. The "Active" Reality

You can target 5,000 companies.

But if your "Active User Rate" is only 60% (people who actually log in), your addressable audience is much smaller.

We have to account for the ghosts.

2. The Frequency Tax

Notice the Frequency in the middle: 5.1

Most people spread their budget too thin and hit a frequency of 1.2

That is the "Ignorability Zone."

This calculator forces you to see if your budget can actually support the frequency needed to drive action.

3. The Full Funnel Physics

We aren't stopping at Leads.

We are connecting the LP Conversion Rate (2%) all the way down to the SQL to Close Rate (40%).

This shows you exactly where the funnel breaks before you spend a dime.

4. The Leadership Love Language

Look at the bottom right.

CAC Payback Period: 2.4 Months
ROAS: 4.92x
❤️

--

This is how you get budget approved.

You don't pitch "Brand Awareness."

You pitch specific financial outcomes based on conservative inputs.

Stop hoping the math works out.

Model it out 👊🏽

--

I'm thinking about hosting this on our site and making it available for anyone to use - do you think it would be helpful?

Anything that's not on here that you think should be?
(I didn't include sales cycle, so I know that's one)

I know a little about LinkedIn Ads | SVP of Revenue & Growth @ Impactable 🧠

Here's a super quick #linkedinads tip that can save you thousands and takes less than 5 mins to do:

1. Go to your Campaign Manager dashboard
2. Click on your "Ad Sets"
3. Click on "Filter" and click on "Reset"
4. Select the "Active" checkbox
5. Check the box for all Active Ad Sets
6. Click on the "Bulk Actions" button toward the top left
7. Select "Export selection"
8. Once downloaded, open the CSV file
9. Check column M & N
10. Change all "Yes" to "No"
11. Save the file
12. In Campaign Manager, select "Import File"
13. Import the file you saved
14. Once done, ensure no errors happened
15. Pay yourself on the back

So many times when I audit an account that has dozens of ad sets, I find ones that accidentally had LAN or AE enabled.

This little workflow, which takes no time, will save you a ton of budget and headache.

In B2B marketing land, we deal with a little something called Schrödinger's ROI 🐈

You see, in the first 30 days of your campaigns, the ROI is in a state of superposition.

Both 💀 and alive at the same time.

--

The 💀 state:

- you've spent money
- you've used resources
- the ROAS cell says "#DIV/0!"

If you're only looking here, you're cooked.

The Alive state:

- you're saturating your target account list
- the "mental availability" is starting to build up
- you're generating ICP fit traffic to key pages on your site

Your campaigns are very much alive.

--

Look, I know I'm being over-the-top.

No reasonable company is going to expect actual ROI (revenue) from marketing in 30 days when their sales cycle is 90 days+

I'm being silly for a reason.

And that's because the lagging indicators are so well defined.

But many companies can't properly define the leading indicators.

Things like:
1. Target Account penetration
2. Content consumption
3. Increased ICP traffic

It's a long journey from first-touch to Closed Won.

Map out the touches.

It'll make it easier for you to know if you're heading the right way.

You upload 10k contacts and feel like a genius.

Then you watch poor Betsy here wither 🐄

--

Contact Lists are the one of the hardest asset to maintain with #linkedinads

Why?

Well, there's a few reasons:

1. The Decay Rate

People quit
They get fired (especially B2B CMOs 😔)
They get promoted

B2B data decays at about 30% per year

If you are targeting a static list of emails you bought six months ago, you are burning budget on ghosts.

-

2. The Match Rate Nightmare

This is the technical reality nobody talks about much.

You cannot upload LinkedIn Profile URLs for ad targeting.

You have to use First Name, Last Name, Email, Company, etc.

The match rates on personal emails are terrible (often <50%).

You think you are targeting 10,000 people.

You are actually targeting 4,000.

-

3. The Frequency Burnout (see the meme 🐮)

Because the match rate is low, the audience is smaller than you think.

You end up hammering the same few people with the same Lead Gen ads.

You aren't "nurturing" them.

You're annoying them, homie.

--

My recommendation is to default to Account Lists.

Preferably Dynamic Accounts

You then layer on Job Titles and Seniority using LinkedIn's native data.

LinkedIn knows who the current VP of Finance is better than your spreadsheet does.

(and when a new VP of Finance joins, it'll auto-magically switch to them)

#winning

---

To be clear: I'm NOT saying Contact Lists are dead

If you have a clean list of event attendees or current customers? upload it

But for cold prospecting, many marketers are over-milking the cow.

"We grew through referrals. Now we want to run ads to scale."

Is this you?

I have good news and bad news 📉

--

The Good News:
You built a real business.
You have revenue.
You have the infrastructure to handle volume.

The Bad News:
You probably don't have Product-Market Fit.

You have "Network-Market Fit."

And they are not the same thing.

When you grow through referrals, you view your marketing through rose-colored glasses.

1. You skipped the "Trust" Hurdle

Referrals buy the Relationship, not just the Solution

You walked through a VIP side door while everyone else was fighting in line.

2. You ignored the "Message" Test

Your messaging didn't have to be perfect because your reputation did the heavy lifting.

3. The "Cold Traffic" Reality Check

Strangers don't care about you. They don't care about your network.

If you throw a 4-digit ad budget at a "Network-Market Fit" business, you will likely burn it.

You aren't ready to scale. You are ready to validate.

--

My Advice:

Don't rush to spend

Treat this like a new startup inside your existing company.

- share content from your personal profile first
- connect with ICPs outside your referral circle
- see if your messaging resonates with people who don't know your name

Validate the message organically.

Then use #linkedinads to pour fuel on the fire.

Keep pushing 👊🏽

Lead Product Marketing Manager at Classy/GoFundMe | 🎙️ Host of Product Marketing Life podcast

Hey there, I'm Collin. I'm a Product Marketing Manager based in the greater Nashville area.

Collin Mayjack

What do you do when a competitor's comparison page is inaccurate?

DM them, of course.

One of our competitors has been aggressively bidding on Sybill keywords and running traffic to their comparison page. No problem. Totally fair. 

The issue? The page is very inaccurate.  

We debated internally... what should we do about it?

When I worked Apple retail we often used the mantra "assume positive intent."

My assumption? It's probably an old page that converts well. 

We all fall behind on website updates, so why wouldn't they?

And rather than trying to "lawyer up" and send a cease and desist, I just pinged one of their marketers to see if they'd update it. 

Jury is still out on whether they'll make the changes, but their initial response seemed open to it. 

Happy competing. ✌

Every positioning and product marketing guru beats you over the head with "talk about how you're different."

But 90% of SaaS companies beat around the bush with their differentiation. They force you to read between the lines.  

So my new favorite thing is to add a "What about the those other guys?" slice to our webpages. 

People want to know how Sybill is different, so we answer the question head on.

This slice is from our new Summaries product page ( sybill.ai/summaries ), but we have a differentiation slice on 4-5 product pages along with our homepage. 

No more beating around the bush. 🪴 ✂️

Something that takes you 30 seconds can literally change someone's life.

A few weeks back I introduced an ex-pastor looking for a job to a friend of mine who's company was hiring. 

7 days later, that person got an offer. 

That message took me 30 seconds to draft and send. 

30 seconds to do something that changed their life. 

Where else do you get that kind of ROI?

I have a soft spot for folks leaving ministry (see Holy Shift), but my point is this:

Just make the intro. 

It costs you nothing and can change someone's entire career.

And who knows, maybe they'll get the job and send you a package full of delicious coffee after.

Make the intro

Here's a big marketing blunder I made at Sybill.

One of the reasons I joined Sybill was that customers actually seemed to love the product. Like, really love it. 
 
As a marketer I thought "Sweet. This is going to make my job easy."
 
One problem: we haven't proved it. 

Zero case studies.
Minimal quotes on our site.
All that customer love was totally hidden.
 
And, unsurprisingly, telling a prospect "trust me bro, our customers really love us!" just isn't that compelling.
 
Enter our new Customer Love page.

It's one place for the Sybill curious to see what actual Sybill users have to say about us.
 
You can even filter testimonials based on topics like "CRM Autofill" or "Sybill vs. Gong."
 
I built a "straight from the sellers mouth" section , which answers common prospect questions using direct quotes from our customers. 

I love it. 

Is it a replacement for in-depth case studies with clear ROI and proof? No. 
 
But it's a step forward in customer proof. 

you can check it out at sybill(dot)ai/customer-love

(if you do, hover over the "See why" pills on the logo bar. it's one of my favorite things about the page.)

Actual footage of a product marketer doing their job.

“Am I a bad parent?”

“Will Amazon charge me for this return?”

“What should I feed the kids for dinner tonight?”

“Can I get that task done while at Kid No.1’s gymnastics class?”

"Why am I working 9-5 in SaaS when my kids are only young once?”

“Oh sh*t. I need to file taxes. Where do I get my W2?”

"When's that Dr. appointment again?"



These are just a few of the 100 questions popping into my head before opening my laptop in the morning.

My hunch is I'm not alone.

Go easy on people. They have a lot more going on than that deck they were supposed to build or email they were supposed to send. 🫶

godspeed to all my fellow parents fighting for their lives during snow days. 

you rule.

and if you ditch a meeting to go sledding, I'm sure no one will notice.

In my PMM career I've given very little love to the Book a Demo page. 

That's for those conversion rate optimization nerds, right?

So when it came to updating the Book a Demo page at Sybill I thought:

"idk just refresh the look and smack the form on there."

But then I started looking at Book a Demo pages from companies I admired.

They weren't just forms (duh).

They sold the ease of the process.
They sold with social proof.
They sold the product.

And so that's what I did.

We made three big changes to this page. 

1. Updated the hero to emphasize an easy buying process

2. Added some big ol' social proof quotes (FULL credit to the team at UserEvidence because I basically stole this slice of their page. Thanks, guys)

3. Added a simple product overview slice so prospects can flip through individual products.

Will it improve CVR? Idk we'll find out. 
But is it a better experience for a prospect? Definitely. 

check it out at sybill(dot)ai/book-a-demo

This fall I had the honor of joining Jason Oakley's first ever PMM Foundry cohort.

Twice a week for 12 weeks, I was able to:
- get hands on training and feedback from the Godfather of PMM
- bounce ideas, swap stories, and brainstorm with other great PMMs 

Lysle Hood, Ahmed Zain, and Zak Cherif are the real deal. 

10/10 recommend the PMM Foundry. (Even if I'm still hoping Jason switches from Fathom to Sybill)

PMMs, run, don't walk, to join Jason's April cohort.

On today's episode of "Is it a good product or just a good brand?" we have Ayoh Foods mayo.

We love Molly Baz recipes in our house, so we were excited to try Molly's new mayo line.

We got a big old pack. Dill pickle mayo, Miso mayo, Gardiniera mayo... the whole bunch.

The brand? Killer. And with one of our favorite chefs as the face of the brand we were excited to try it.

The product? Well... just fine.

The flavored mayos are fun, but the overall mayo quality can't hang with Duke's Mayonnaise. 

My verdict?
Good brand, okay product.



P.s. I don't want any of you mayo haters in the comments. I don't trust your culinary takes.

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Here’s why it’s worth building interactive demos for “basic” features:

Demos show differentiation.

I went back and forth on whether we needed a demo for Sybill's meeting summaries. 

Aren’t they pretty self explanatory?

I decided to spin up a Storylane demo because I could show off two features that make our summaries different: customizable fields & task execution.

Sure, our product page talks about these points of differentiation (I have a whole slice on the page called “What about the other guys?”)

But like we all learned in kindergarten, it’s better to show AND tell. 

Copy is where you tell, demos are where you show. 

#storylanepartner

Brand partnership • Product Marketing @ Sybill

Alright marketer LinkedIn, work your magic.

Who are your go-to events people?

I'm talking people who can serve up an event in a box.

The kind of people who can help with everything from finding the right venue, to filling seats, to follow up strategy.

Bonus points if they know how to throw events that don't feel like stuffy, predictable dinners. 

Not looking for a FTE. Looking for a fractional events marketer or agency. 

GO.

This little feature on our new Customer Love page makes me so happy. 

Hover over the logos and you'll see quotes from users at those companies. 

It’s one thing to smack a bunch of logos on your site. It’s another to hear from the people behind those logos. 

p.s. stole this idea from Clay. They added links to case studies on their logo bar. Brilliant.

taplio

The Battle

JD Garcia

Collin Mayjack

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The Battle

JD Garcia

Collin Mayjack

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}JD Garcia's LinkedIn Performance

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